AARP: Hispanic Heritage Month

AARP Hispanic Heritage Month “ SOMOS” | Organic Facebook Campaign

Role: Senior Social Media Strategist | Dieste Inc (2024)

The Problem
Hispanic Heritage Month is a trap. Every brand shows up with flag emojis and a "celebrating our Latino community" post. Then October 16 hits and they go quiet for another year. AARP needed to do the opposite — use the moment to build trust that would last year-round with a community that didn't yet see AARP as relevant to their lives.

The Constraint
Zero production budget. No original film. No influencers. Just strategy and content.
That's not a limitation. That's a forcing function for sharper thinking.

The Insight
Bilingual Hispanics 50+ weren't distant from AARP because AARP had never shown up in their story. This community had built financial resilience, navigated the healthcare system, and cared for aging parents — often without institutional support. AARP had tools for all of that. The strategy was making that connection undeniable.

The Strategy
I led the development of an organic Facebook strategy that used authentic storytelling as the entry point. Rather than broadcasting AARP's services, the content approach met the community on its own terrain — celebrating the traditions, resilience, and contributions that define Latino life at 50+ — and integrated AARP resources where they were genuinely useful.

Food, family, memory, cultural pride. Those weren't decorative details. They were the credibility-builders that made every AARP message land as coming from a Wise Friend, not a government pamphlet. The campaign expanded AARP's organic reach and strengthened relevance with an audience that had historically been underserved — proving that when strategy is culturally specific, it doesn't need a budget to land.